MKTG 320 Chapter Notes - Chapter 8: Internal Validity, Dependent And Independent Variables, Design Of Experiments
Document Summary
Experiment: a research approach in which one variable is manipulated and the effect on another variable is observed. Causal research: research designed to determine whether a change in one variable likely caused an observed change in another. Appropriate time order of occurrence: change in independent variable occurring before an observed change in the dependent variable. Elimination of other possible causal factors: hard to prove that something else did not cause change in b. Laboratory experiments: experiments conducted in a controlled setting. Field experiments: tests conducted outside the laboratory in an actual environment, such as a marketplace. Mortality: loss of test units or subjects during the course of an experiment which may result in nonrepresentativeness. Testing effect: an effect that is a by-product of the research process itself. Regression to the mean: the tendency of subjects with extreme behavior to move toward the average for that behavior during the course of an experiment.
